To date, the majority of brands that have experienced success online have done so by engaging customers through campaigns designed to involve online communities in the brands’ development. One-time give-a-ways and discount offers to followers will attract one-time visits, but brands that truly engage will be top of mind to customers for a much more significant and meaningful period of time. Involving them in the development of the brand, for example, gives customers a rooting interest in an outcome that they’ll follow with interest. Further, when companies accept input and feedback (and actually act on some of it) it makes customers feel like they’re more than just the end purchasers of the product.

Papa John’s recently launched a social media campaign called “Papa’s Specialty Pizza Challenge”. Customers have been given the challenge of creating a new specialty pizza for Papa John’s menu. The top three pizzas will be featured on the pizza chain’s menu through the month of August, with the winner being the pie that earns the highest sales figures.

The contest winner will receive 1% of sales (up to $10,000) for the one year period the pizza will be offered after the contest and free Papa John’s pizza for life. The winner will also appear in a Papa John’s television commercial.

A little like American Idol for pizza lovers, the new Papa John’s campaign is a great example of efforts made to engage customers online. Dominos recently used the online space to obtain feedback on it’s pizza and built a new receipe based on the customer input. Papa John’s; however, is going one step further, linking efforts to incentives that will undoubtedly create a buzz around the campaign. In my opinion, the contest offers more than just financial incentive, but the opportunity for loyal Papa John’s customers to become a part of the ‘Papa John’s family’.

Last month I blasted McDonald’s for their free coffee giveaway and praised Tim Horton’s for the brand loyalty they’ve developed, in part through their Roll Up the Rim campaign. However, just over a month into Tim Horton’s annual contest, I’m back to acknowledge the shortcomings of my initial comments.

The free flow of communication and information online have allowed consumers to have a much stronger voice when it comes to criticizing brands. No longer can companies hide from their deficiencies without feeling the wrath of harsh consumer feedback through various online channels.

A search for “#TimHortons” on Twitter will quickly highlight the consumer perception of the coffee shop’s Roll Up the Rim campaign today. Many customers are clearly upset with both the success rate they’re experiencing and the quality of the prizes they receive when they do actually win.

Today, companies are forced to be more responsible for their marketing efforts, and while the online space allows for greater interaction with customers, it also comes with an open line for criticism. This is not necessarily a bad thing if brands are able to respond to feedback through positive change; however, companies unwilling to make the effort must tread carefully. If Tim Horton’s is not careful, they’ll quickly find more and more customers refusing to ‘please play again’.